For everyone living in New York in the 90’s, the massive DKNY mural, in SoHo, was a staple to the city – large, brash and a glowing beacon of fashion and commercialization. When it was taken down in 2008, many people were asking where it went, states Patti Cohen, Donna Karan International’s executive VP of global marketing and communications. Fast-forward five years later and we’ve got DKNY’s boldest foray into global art culture with #DKNYArtworks.

DKNY aimed to reimagine the original SoHo mural into something that will connect to the visually stimulated Insta-obsessed society of modern times. And, they’ve done so winningly, by commissioning 10 different artists from around the globe to remix the DKNY logo. The artists’ work will be displayed in the respective cities involved (Tokyo, Seoul, Hong Kong, Shanghai, Kuwait, Dubai, London, Milan, Paris and obviously, New York). The goal is to create an artistic iteration of DKNY’s namesake city, through the perspective of a different culture, for a new city art installation. DKNY really hit the ball out of the park, in regards to the global art scene.

“We loved collaborating with individual artists that reflected their city while being inspired by ours,” says Donna Karan. “It’s like a worldwide street art fair – connecting the dots of art, style and community.”

Japanese artist Soichi Yamaguchi designed Tokyo’s logo by incorporating strict, linear lines, inspired by NYC’s city geometry. London-based artist Roids was inspired by his first impressions of NYC, while Tehran-born Sasan Nasernia used Persian and Arabic calligraphy to write out “I love NY” for the Dubai and Kuwait logos. For New York, twin brother artists How & Nosm used their graffiti-heavy style in conjunction with themes of duplicity and the NYC population. All these art installations are popping up around their cities.

It’s a huge marketing idea, immediately blow up on social media platforms such as Twitter, Vine and Instagram. The project is called #DKNYArtworks; anything with a hashtag is bound to go viral in the fashion world. So if you’re Instagramming any of the upcoming art installations, hashtag properly, DKNY’s sure to take notice.